ABOUT THE LANE DIGITAL STUDIO
Thoughtful digital support for independent retail.
The Lane Digital Studio helps independent retailers create and manage online stores that feel considered, distinctive and true to their brand.
FOUNDER
Esther Halvey
Esther graduated with a BSc in Software Systems in Dublin, Ireland, in 2003.
20+ YEARS IN DIGITAL · 10+ YEARS SHOPIFY EXPERIENCE
After relocating to Melbourne in 2005, Esther spent most of her career working in technology, predominantly as a digital business analyst across large financial-services projects. That experience gave her a deep understanding of how digital systems work—and how they can better support real businesses.
In 2015, Esther began working with Shopify when she built her own group-gifting business. She quickly became familiar with the platform and went on to help other independent retailers set up, organise and manage their online stores.
She founded The Lane Digital Studio to give independent retailers practical, thoughtful support without the complexity of a large agency. The work is considered, collaborative and shaped around what each store actually needs.
Independent retail shouldn’t have to imitate mass-market ecommerce to succeed online.
Your store should reflect your point of view, your selected products and the personal service you’re known for. The Lane helps you build an online experience that strengthens that connection and supports your growth.
HOW WE WORK
THOUGHTFUL
Built around your brand
We take time to understand your business, your customers and what makes your offer unique—then design a store that reflects it with clarity and confidence.
PRACTICAL
Clear, useful solutions.
No unnecessary complexity. We recommend the right features for your goals and make sure everything is set up simply, securely and ready to grow with you.
HANDS-ON
Support from someone who knows your store.
You’ll work directly with Esther, from planning to launch and beyond. Ongoing support when you need it, from someone who already knows your business.
Considered. Easy to use. Unmistakably yours.
Let’s make your
online store work harder.